IOLANTHE GABRIE

Director

Digital polymath, Australian culture and commerce influencer, and Director of Ruby Assembly, Iolanthe Gabrie pairs rich ideas founded in classical education with brave guerrilla strategy to create inimitable content of depth, humour and interest. 

A sought-after brand collaborator and authority in Melbourne's digital strategy, commercial writing and blogging communities, Iolanthe specialises in building exceptional online voices and developing productive, engaged communities across social media platforms for businesses, individuals and organisations.

Iolanthe is an award-winning commercial blogger and popular digital identity with strong communities across her two digital publications: Ruby Assembly and Hometruths Melbourne. 

Regularly called upon to deliver keynote addresses on digital media and the commercial application of social media, Iolanthe is a tutor at RMIT and also facilitates popular courses including 'What to Expect When You're Expecting a Business' and 'Leader of the Pack'. She is also the curator of Serious Women's Business: Northside.
 

WHAT IS YOUR FAVOURITE SOCIAL MEDIA PLATFORM?

My favourite social media platform is Facebook. I thought long and hard about this question: my initial response was Instagram because of the attractive, purely visual feed it provides (and the shopping tips it offer me). But despite the advert-heavy mix of content on Facebook, I remain steadfastly enamoured with Facebook Groups. It is within these quasi-private group spaces that I learn the most, and feel the greatest sense of connection with my peers.

WHAT IS YOUR FAVOURITE APP?

Slack! This magical app allows the Ruby Assembly team to share our work securely with each other and our clients in real time. Slack helps us to work collaboratively from our beautiful Brunswick East studio, from our home offices and from our regional retreats - it makes modern businesses truly mobile and improves our lifestyles in one intuitive package.

WHY DO YOU THINK SOCIAL MEDIA IS SO CRITICAL FOR AUSTRALIAN BUSINESSES?

Australia is in an interesting place socially and economically. Consumers are spoiled for choice when it comes to the retail market - they’re being courted by multinationals with huge purchasing power, offering inexpensive consumer goods both online and in shopping megaplexes. At the same time, the community are aching for real world connection and trusted referrals. It’s in this space that local businesses can cut a swathe through their competition (whether they’re in the next postcode or the next hemisphere). Social media is the most cost-effective, intelligent and targeted method of introducing new clients to your business. Simply put, being active on social media is now essential for all businesses and identities - it’s the basic level of accountability and brand hygiene expected of legitimate concerns.

Katherine Allan

Team Leader and Senior Digital Strategist

Katherine is a digital strategist, copywriter, and pop culture tragic from Melbourne. Originally from the Gold Coast, Katherine completed her Bachelor of Communications at Griffith University before being lured to Melbourne to fulfill her dream of becoming a writer and running into the cast of Neighbours at the supermarket.

Katherine has delivered digital content for a number of clients, predominantly in the Melbourne arts community. She is also a stand-up comedian, having performed at some of Australia’s best comedy clubs as well as in her very own show at the Melbourne International Comedy Festival called ‘The Breast of the Fest, which was described as ‘the most important show at the festival’ by The Music in 2019. She has appeared as a guest on the ABC’s ‘National Wrap’ with Patricia Karveles as a comedic correspondent, and as a guest on 3RRR Radio.

In her spare time, Katherine can be found eating donuts at Footscray station, asking strangers if she can pat their dog, and talking about make-up Youtube scandals to anyone who will listen.

Favourite social media platform and why?

Instagram. Technology has come so far since social media was first created that the idea of a digital photo album feels obvious, but that’s what makes it brilliant. The design is so sleek and simple, plus it’s so user friendly that even my mum knows how to use it.

What is your favourite app and why?

Beem It. It’s a money transferring app that makes going out to dinner with your friends a breeze. Any app or new technology that people use the name of to describe the thing they are doing is always going to be a game changer. “I’ll Beem you.” Genius!

Why is social media so essential to Australian businesses?

Because we live on the internet. I always put my trust in brands that have a strong social media presence. Every business needs to find their target market, and then figure out how to target them on social media. In today’s world, word of mouth marketing means having something go “viral.”

Alexandra Russell 

Senior Digital Strategist

Alexandra is a copywriter, digital strategist and visual thinker from Melbourne. After completing a Bachelor of Communications (Media) Degree at RMIT University, she began interning to learn the craft of social media management, soon discovering a great love of copywriting along the way. She worked for organisations in community television, sport and digital marketing, as well as with clients in the e-commerce, fashion, health and beauty industries.

With a combination of freelance and agency experience under her belt, she was eager to continue growing and aligning herself with an agency that was equal parts intelligence, kindness and focus. Without question, Ruby Assembly was that agency.

She is passionate about creating visual and written social media content that enables clients to communicate who they are and what they can offer. In a clear, thoughtful and creative way.

In her spare time you can find her trawling online publications such as The Cut, Fashion Journal and The New Yorker, exploring Melbourne or watching a new Netflix series.

Favourite social media platform and why?

My favourite social media platform is definitely Instagram because of how diverse it has become in what it can offer people and their businesses. It can be used as a photo diary, a platform to connect with your target audience, grow and present your brand, stay informed of the news and tell your stories your way.

What is your favourite app and why?

Youtube. From an educational standpoint, it has changed the world in our ability to learn and find information on just about everything! Another reason I love Youtube is its familiarity and easy use - it is a platform that gives you autonomy with what you are watching. If you are wanting to find a new music video from an artist you love, you will most likely be able to find it on Youtube. If there was a speech or a heartwarming reunion video shared around the media that you missed, it will probably have been posted on Youtube. What’s more, you will be able to play, pause and finish it on your own time. Also, adorable cat videos are the best!

Why is social media so essential to Australian businesses?

Because social media can truly communicate the high-quality offerings of Australian businesses as well as why, for an overseas audience, they are worth investing in. In today’s world, we have the privilege of choice when deciding on our goods and services. This not only extends nationally but globally. Having the ability to build trust, familiarity and engagement digitally is why social media is a crucial component of Australian businesses. It is the tool that eliminates the hurdle of geography in the pursuit of great businesses with thoughtful, Aussie humans behind them!

marion slatter

Digital Strategist

Marion is a copywriter, social media strategist, story-teller, dream-weaver and a legend in her own lunchtime. Graduating with a degree in Creative Arts specialising in Film and Television production, she considers herself a bit of a creative nomad - letting the breeze that her from industry to industry, to find where she fits best.

With over a decade’s experience performing stand-up comedy to varying degrees of success, she developed her marketing and copywriting skills through her self-curated promotion of her feminist comedy room “Try It, Babe!”, a passion-project that focuses on giving women, trans and non-binary performers a chance to try stand-up for the first time, in a fun, safe and welcoming environment. She was lucky enough to be head-hunted for this role, met Iolanthe - and the rest is history! When she’s not working, you’ll find her knitting, watching pulpy horror movies and spending time with her cat, Bear.

Favourite social media platform and why?

I’m a tragic millennial-boomer, and therefore my love and allegiance will always lie with Facebook, with Instagram drawing a close second. Perhaps it's just the ritual and familiarity of those platforms, but the user interface just makes sense to me. TikTok overwhelms me, and I’m not a massive fan of how un-curated the algorithm is (though sometimes that’s the best way to discover a new and unusual creator), and Twitter has never really been my jam.

What is your favourite app and why?

I love the Co-Star app. It’s a beautifully designed astrology/horoscope app that doesn’t take itself too seriously, whilst still being - at times, scarily accurate. I can add my friends and look at our matching signs and see where we gel, and how we interact with one another - and get a personalised reading of how they may be feeling. Astrology isn’t for everyone, and even at times I consider myself a bit of a sceptic, but I do enjoy checking the app once a week - or more!

Why is social media so essential to Australian businesses?

For a business to reach its market, it needs a voice and a personality - social media is integral to creating the fine balance between the polished and the personal. Prospective customers and clients want more than basic boilerplate when it comes to copy and imagery, they want curated and engaging content that makes them want to learn more.

Michelle House

Client Strategist

FAVOURITE SOCIAL MEDIA PLATFORM AND WHY?

Instagram. Although I could replace ‘favourite’ with ‘most addicted to’. But partial jokes aside, I have spent many years perfecting my Insta algorithm. So now when I get stuck in a ‘reel daze’, I only see the good stuff: comedy, travel, renovations, architecture and food! 

WHAT IS YOUR FAVOURITE APP AND WHY?

Duolingo. When I broke my leg in January 2023, I decided it was time to learn Spanish. I’ll be honest, I’m still not great. But I have lots of fun trying! 

WHY IS SOCIAL MEDIA SO ESSENTIAL TO AUSTRALIAN BUSINESSES?

Because great socials is the quickest way to show your potential customers or clients how awesome your product or service is - and how many others agree. 

It’s instant trust and authority, all mixed with a healthy dose of personality. (When used correctly of course.)